Social Media 101 for Pharma

Social media is harder in highly regulated industries like ours (Doubtless you already know this)

Questions Who’s responsible for adverse event reporting and about off-label references? responsibility The FDA has held hearings, Why? No clear guidance but crystal-clear guidance may never come Traditional healthcare culture demands caution and proven Clash of values results; social media rewards speed and information that’s “good enough”

Meanwhile: Traditional advertising channels are losing effectiveness. Connecting with people en masse is harder than ever before. Of people say Of households can they trust what they hear in advertising 17% 36% skip all television advertising with their DVRs Chance Americans are spending their Number of print magazines and journals that 428 50-50 entertainment time in front a computer vs. a folded in 2009 television Edelman Trust Barometer, 2010 On-demand TV 2009: A Nationwide Study on VOD and DVRs, Leichtman Research Group, 9/2009 MediaFinder.com, 12/2009 North American Technographics Report, Forrester, 2009

HCPs aren’t waiting to be detailed, they’re turning to the social web to educate themselves 60% of physicians either use or are interested in using social networks 112,000 docs talk to each other on Sermo. This doc-to-doc blogger has 53,000 readers this month + 20,000 Twitter followers 65% of docs plan to use social media for professional development Manhattan Research 2009, 2010 Sermo,com Compete.com

And patients are finding their own way: People are turning to each other online to understand their health 50% 61% 41% Of patients leave a Of Americans go Of them read about physician’s office online to research other’s medical unsure of what health information experiences on social they were told. websites or blogs. We look for health information for ourselves online and for each other. Half of our health searches are on behalf of someone else. And two-thirds of us talk with someone else about what we find online. The Social Life of Health Information, Pew Internet and American Life Project, 2009

But: What we find can be misleading or even dangerous A conversation about: Do your best to take these at a consistent time but don't panic if you miss one...it really is still I feel it's necessary to Just be aware of the switch brands after each break-through bleeding effective bottle to fully benefit and if they are on it to from its full potential...I 44 year old Female control painful periods - just think that it is good the pain isn't any better. It for your body. is just less times a year. 38 year old Female 47 year old Female

We have to find a way to make it work (Don’t worry, this won’t hurt a bit)

Today’s Agenda 1.  What is social media – easy definitions and real behavior 2.  Social samples – campaigns created by our peers 3.  Q&A – everything you’ve been wanting to ask 4.  Nifty new products – making it easy to start getting social

Defining social media How it’s changed our behavior and expectations

It’s not just a bunch of destinations

Social media is a change in expectations. Now: We can the get things we need from one another. Instead of just from traditional institutions, like business, media or government.

•  Advice and recommendations •  News and new ideas •  Products and services •  Tools and software •  Support and resources Social media is a change in expectations. It’s how: We get the things we need from one another. Instead of just from traditional institutions, like business, media or government.

Social media = the social web (Where we all – even you - learn, connect, and find entertainment) Half of us use social Of the top 20 most visited sites in networks where we America, eight are social networks connect with people and all use social tools around shared 11.  Craigslist 1.  Google interests (Think: 2.  Facebook 12.  Twitter Facebook) 3.  Yahoo 13.  MSN 4.  YouTube 14.  AOL Almost all of us use 5.  Wikipedia 15.  Go social tools that 6.  Myspace 16.  Bing include the 7.  Blogger 17.  LinkedIn opportunity for 8.  Live 18.  CNN interaction and the 19.  Wordpress 9.  Amazon perspectives of people 10.  eBay 20.  Flickr like us (Think: Amazon.com reviews) The Broad Reach of Social Technologies, Forrester Research, 2009 Alexa, real-time results, February 2010

That combination of networks & tool creates a new context •  Links •  Status updates We share •  Forwards things we like •  Blogs We We •  Reviews •  Photos •  Videos create answer •  Recommendations •  Chat rooms content questions This is social context. It’s the personalization, credibility and relevance we add to information and ideas. Social Technographics Report, Forrester Research, 2010

A lot of us are creating it and even more are consuming it 54% share things 24% 37% create answer content questions 73% Read, buy and use all that social context. Social Technographics Report, Forrester Research, 2010

But when it comes to our health we use social context a little differently

83% of online adults search for health information 66% look up a specific disease or problem 55% a certain medical treatment or procedure 45% information on prescription or over-the- counter drugs 35% alternative treatments or medicines The Social Life of Health Information, Pew Internet and American Life Project, 2009

83% of online adults search for health information 66% look up a specific disease or problem 55% a certain medical treatment or procedure 45% information on prescription or over-the- counter drugs 35% alternative treatments or medicines 60% of them look for the experience of “someone like me” The Social Life of Health Information, Pew Internet and American Life Project, 2009

Are health influentials. They 1 in 5 not only care about and take action on health issues, they also act as channels for information to others But they Of people who look for health find fewer 5% information online have posted their own health thoughts on a blog peer voices Have posted comments or questions about health or 6% medical matters in an online discussion, listserv, or group forum The Edelman Health Engagement Barometer, 9/2008 The Social Life of Health Information, Pew Internet and American Life Project, 2009

So they mashup what they find from people and from brands (and hope for the best) No single source of information stands out or stands alone in the networked world of many health consumers Just 41% of patients have the knowledge and confidence required to manage their health in this new world. Edelman Health Engagement Barometer Center for Studying Health System Change The Social Life of Health Information, Pew Internet and American Life Project, 2009

Then they act 6:10 health searchers say their most recent search had an impact on their own health or the way they care for someone else 60% how to treat an illness 56% overall approach to maintaining health 53% what new questions to ask their doctor 38% whether or not to see a doctor 38% how to cope with a chronic condition The Social Life of Health Information, Pew Internet and American Life Project, 2009

They way docs are using it may be even harder on our business

You already know, it’s more challenging than ever for our sales reps to get face time with docs REP-ACCESSIBLE DOCS REP-INACCESSIBLE DOCS 20% 50% AccessMonitor™, a report from global consulting firm ZS Associates, 5/2010

A big part of the reason is that they’re educating themselves on the social web Over 100,000 docs use SERMO to: 1.  Crowdsource diagnoses 2.  Talk about new drugs on the market and in the pipeline 3.  Complain about how fake TV doctors are (especially that guy on Royal Pains) +50% get medical information from Wikipedia Sermo, 2010 Manhattan Research, 4/2009

So what is social media? It’s how we get the things we need from one another rather than from traditional institutions. It’s social places we go + People’s contributions we find there Make sense?

Access to social media has really changed what we expect Today’s social media users have new demands: They need diverse opinions Gut reactions Real experiences Expert perspective They want special access They expect to Sneak peeks make an impact Valuable offers Listen to me Exclusive opportunities Respond to me Act on what you hear Bottom line: It’s all about feeling confident. “I won’t be taken advantage of.” “I won’t miss an opportunity."

What pharma can do now Seven proven models that are adding value

What are we looking for: Experiences with an audience-centric view We can’t advertise at people in social media. We need to build connections with them. Successful social experiences create lasting relationships: VISIT ENGAGE PASS ON

A audience-centric view starts with Embracing the ideals of the social web Tip: Use this as a filter for idea generation and for evaluating the following examples

We always start with a balanced strategy A successful social media strategy should provide: VALUE TO THE VALUE TO THE BRAND PEOPLE This one is pretty easy, But what about this one? right? How can we add value? What do people want?

POP QUIZ How many pharma brands use social media? (seriously, not a trick question)

400+ Our colleagues at WPP actually counted. Dig around: http://bit.ly/doseofdigital

So what are pharma companies doing now? There are valuable social tactics at every point on the risk/reward spectrum: Where you can CONTROL • Unbranded sites Where you can • Private communities INFLUENCE Where you can • One-way profiles • Targeted applications PARTICIPATE • Moderated content • Social networks • Peer-to-peer reviews • Sponsored communities • Talk-leader summits Today, pharma is mostly here

1 Make someone’s life easier The toughest way to add value in social media is also one of the most effective: Give people something they need •  Creates lots of conversation (You’ve got to try this!) •  Builds positive brand perception and lasting attachment

Make their lives easier 1 Didget World by Bayer •  The idea came from a parent (Paul Wessel) of a child with type 1 diabetes. •  Paul’s son was constantly losing his blood glucose meter, he could always find his Game Boy. •  That insight lead him to start his own company to create a device that would help his son manage his diabetes •  Then, Bayer hired Paul to develop DIDGET™: A first-of-its-kind blood glucose meter that connects directly to Nintendo DS™ gaming systems to help kids manage their diabetes by rewarding them for consistent testing habits

Make their lives easier 1 GoMeals by Sanofi-Aventis •  The overall strategy is for Sanofi-Aventis to forge closer bonds with prescribing physicians and patients who are working to manage their disease •  One tool in their marketing effort is an iPhone app that includes some really valuable tools: –  Restaurant finder that includes nutritional information –  Daily food intake meter for calories, carbs, protein, etc. –  Searchable database to plan and save meal choices •  The company is even doing its customer service via Twitter, which helps it make its product more viral.

2 Empower patient opinion leaders It’s all about inspiring people to take your message into the places they already talk •  Builds relationships with the 6 - 11% of ePatients who create peer content •  Adds the credibility of an independent source The Social Life of Health Information, Pew Internet and American Life Project, 2009

Empower POLs 2 Step UpReach Out patient conference by Bayer •  Bayer asks young hemophilia patients one question: Who speaks for you and the thousands of others like you in the world? •  The answer they’re looking for is: YOU •  Their Step UpReach Out patient conference draws together young men from around the world for learning, personal growth and collaboration. •  The program makes sure they understand the issues and the communications tools to get the word out

Empower POLs 2 Diabetes Directory by Roche •  Last summer, Roche invited 29 diabetes specialists and bloggers to a social media summit •  Together, they created a manifesto on what how pharma should engage in social media •  They asked for centralized web directories for all diabetes sources •  And, new patient-centric messaging, including a speakers bureau of high- profile patients

3 Listen for new insights How do you get the best new ideas from the people who will actually use your product? Ask them •  Creates more audience-relevant experiences •  Leverages lasting attachment

Listen for new insights 3 Community insight for NCCN and Memorial Sloan-Kettering •  When Ellen Sonet, VP of marketing at Sloan-Kettering, was faced with the challenge of how to market the new cancer center, she turned to the people •  Through a partnership with National Comprehensive Cancer Network (NCCN) she was able to host a private community on Communispace •  There, they asked lots of questions, starting with: How do you choose where to get treated? •  The answers changed their marketing. From patient-focused to primary-care physician focused. From print to search-rich online. •  They also made marketing a go-to resource to execs and docs alike

Listen for new insights 3 PatientsLikeMe community from UCB •  Earlier this year, UCB launched an epilepsy community on PatientsLikeMe •  In the first two weeks, over 400 patients joined. They expect thousands of patients in the next few months. •  They’re looking for on-the- ground research with a wide-cross section of patients. What they learn about epilepsy will help improve drug safety and lead to new advances in care. •  Doing it in this valuable public forum will help build affinity with patients

4 Be the go-to resource Investing in the content people want most positions a brand as a dedicated advocate for their customers •  Encourages repeated visits •  Creates focus for search engine optimization

Be the go-to resource 4 MerckEngage by Merck •  Project started with a patient focus: create a better experience for patients on drug therapy •  The site is designed for both physicians and patients to help them work together to achieve improved health outcomes using web and social tools •  Each member can create a personal plan - including daily activities, meals and fitness •  The site delivers patient education, support and specific information guidance from physicians to patients on specific Merck medications

Be the go-to resource 4 PKU.com by BioMarin •  PKU.com is a lasting resource for families and physicians dealing with a PKU diagnosis •  It includes quick-start information for parents •  Communities and support for teens •  And deep professional resources - including a peer-to-peer exchange for HCPs •  This unbranded site has such powerful content that it appears on the first page of Google search results for the condition

5 Connect patients with one another Sometimes being social is all about letting other people be social. One way: let your audience support one another •  Very authentic use of the social web •  Opens a window to your customers’ challenges and hopes

Connect patients with one another 5 CML Earth by Novartis •  The main purpose of the site is to connect people who have been diagnosed with Chronic Myelogenous Leukemia •  Healthcare professionals and caregivers are also invited to participate •  People create a simple profile and then can visually scan the world for people they want to meet or support •  They can give three kinds of ambient support with one click •  Or message a user directly to build a supportive relationship

Connect patients with one another 5 Advanced Breast Cancer Community by Bristol Meyers Squibb •  In 2006, Living Beyond Breast Cancer published "Silent Voices,” the results of its survey of people living with advanced breast cancer. •  The findings confirmed the need for a targeted approach to information and support for the advanced breast cancer patient •  The group also found it difficult to navigate the numerous websites and locate the valuable information on clinical trials, treatments, and support services •  Bristol Meyers Squibb stepped up to meet this unmet need: women living with advanced breast cancer had no place to call their own •  They partnered with 13 of the leading breast cancer patient advocacy organizations to create the site that launched in 2008

6 Advocate a cause People connect to things they believe in. Sponsoring - or even establishing - a cause can humanize a brand. •  Focuses attention on an opportunity relevant to the brand •  Invites people to take an active role in progress

Advocate a cause 6 World Contraception Day by Bayer Schering Pharma •  The day was founded in 2007 to reduce the high levels of unintended pregnancy around the world •  Bayer gathered NGO partners and invested in both DTC and HCP marketing •  The day has a theme each year, like understanding your choices or making your voice heard •  It intentionally brings in the voices of real people, mostly young people, who are most impacted by unintended pregnancy

Advocate a cause 6 Take a Step Against Cervical Cancer by Merck •  Over 100,000 people have joined Gardisil’s cervical cancer fight on Facebook •  There they donate their status update to spread the word •  And, find tools to become an activist against cervical cancer in both big and small ways •  The page also includes some uniquely valuable tools for the medium, like quizes and contests

7 Create a shareworthy experience Not all social strategies start in the usual destinations, some don’t even start online. Instead, they’re designed to be irresistible to pass on. •  Creates peer-to-peer sharing •  Associates a sense of delight and discovery with a brand

POP QUIZ What’s wrong with this picture? (it’s from a river-front music festival in Austin) Not nearly as cool as Comfest, but still…

Create a shareworthy experience 7 Coin-Operated Scientist by Multiple Sclerosis Society •  This live exhibit was designed to help raise money for MS Research •  The box has an enclosed mini research laboratory with a coin slot in the front •  Inside a real scientist sits slumped and motionless •  When people make donations, he sits upright and conducts science experiments until he feels the money has run out

Create a shareworthy experience 7 Gilead gives away tickets, raises awareness •  If you’re diagnosed with Hepatitis B, you’re likely to receive a drug created by Gilead (the new category leader) •  Gilead targeted one under-diagnosed population (Asian Americans) with a ready- to-pass-on experience •  Gave away passes to concerts in exchange for watching unbranded videos about the disease state •  The bands (Kaba Modern, Happy Slip) also passed on information about B in interviews •  Gilead posted information about B testing on Facebook, YouTube and Twitter

Q&A Answers to your social questions + Six tough questions product managers are asking about

Don’t we expose ourselves to more adverse events? Only a tiny fraction of social media posts contain reportable AEs. You may have seen this Nielsen map. It looks at 500 random posts: A 494 messages mention an identifiable patient B 100 messages mention a specific medication C 56 messages mention an identifiable reporter D 14 messages both mention a specific medication and an identifiable reporter E 4 messages mention an adverse experience and include and identifiable patient and a specific medication F 1 message also included an identifiable report That’s a .2% chance Nielsen Online, “Listening to Consumers in a Highly Regulated Environment,”8/2008

What about ROI? The truth is, any good campaign is customized to help support your overall brand or campaign goals •  Ex: Norelco launched a category •  Ex: Dell changed sentiment •  Ex: Zappos created enduring brand fans But, generally, we track two kinds of metrics for any campaign: Engagement {people spend time with your brand} • Unique visitors • Return visitors • Comments/votes + • Time on site • Connections • Frequency Influence {it makes a difference} • New leads • Satisfaction • Referral likelihood • Positive/negative noise • Awareness (volume) • Cost per prospect • Members

What if someone says something else negative THEY ALREADY NEGATIVE = CAN (& DO) CREDIBLE On iGuard, WebMD, iVillage, People trust positive comments Twitter, etc., etc. more when they also see negative There will always be negative comments about your brand. Ultimately, it’s what you do about it - act on it, respond to it, change it - that builds social media esteem

Can we just disable comments and push content out? Halfway social isn’t social It has to work the way people expect it to work

What do you expect from the FDA? Good news: The FDA understands the issue A lot of it revolves around the five questions we posed … things like accountability, responsibility, ownership [The codes] were of the information and written decades and regulatory requirements. decades ago… people weren’t thinking about Twitter back then. Dr. Jean-Ah King, Special Assistant to the Director in DDMAC

What do you expect from the FDA? (CONTINUED) Bad news: We’ve got a long way to go Feb 24 speech is just Comment period is still open an update on what they’ve heard One possible outcome No guarantee of guidance is “status quo” If it is written, look for Any draft guidance has comment period a 90-day review + iteration Any guidance won’t be Technology will keep changing technology-specific and won’t know the next evolution

Is it really worth it? YES. 70% of consumers 48% of Americans trust believe pharma pharma less than information from they did five years their non-expert ago peers is credible Could it be because we’re not part of the conversation? Push advertising isn’t going to change those numbers. Engaging and adding value is. iCrossing, How America Searches: Health and Wellness, January 2008 DDB, Health is the New Wealth, 2009

Social products How can we empower and support our clients?

INSIGHT FROM THE CROWD Social Listening is curated social listening: Filtered analysis and insight Delivered monthly or quarterly. + Breaking Periodic conversation audits alerts

INSIGHT FROM THE CROWD Social Listening People have thousands of conversations every day that could impact your brand Who has time to listen to all of them? And, what are the regulatory implications of even trying to?

INSIGHT FROM THE CROWD Social Listening People have thousands of conversations every day that could impact your brand Together, we create a FILTER that listens for just what you want to know •  Understand why people choose one product over another •  Create/test hypotheses about what people want or need •  Be ahead of any challenges to your reputation •  Find new kinds of accolades •  Uncover where the most conversation is happening (and when)

INSIGHT FROM THE CROWD Social Listening People have thousands of conversations every day that could impact your brand Together, we create a FILTER that listens for just what you want to know Clear information: Action plan: • What people think So you get: INSIGHT • Leverage opportunities • What they want (not noise) • Combat threats • Where you can reach • Make meaningful them connections

INSIGHT FROM THE CROWD Social Listening The Process: Recent Clients: Research & • Gilead Listening Presentation • Millenium Planning • Seattle Genetics 2 weeks 2 weeks 1 week • Biogen Idec KEY ACTIVITIES • GSK • Amgen •  Collect background and information from client •  Collect and organize all research •  Presentation to Client • Allergan •  Competitors •  Environment •  HCP communities concerns and focus •  Patient communities •  Identify appropriate scope •  Influencer •  Who we’re listening communities to •  Social destinations •  What we’re looking for •  Focus research and Cost: formulate summaries and •  Set frequency recommendations $15,000 - $25,000 (initial) $5,000 - $10,000 (updates) DELIVERABLES Social monitoring research and Social monitoring report Clear understanding of scope of draft findings (for core team • Executive summary the monitor review) • Presentation of findings • Recommendations for action

COLLABORATIVE SOCIAL THINKING Social Brand Workshop is a collaborative workshop That evaluates social media opportunity for your brand Social media learning + Social media planning

37% of brands say their main barrier going social is simply that they don’t know where to begin These workshops point the way >>

COLLABORATIVE SOCIAL THINKING Social Brand Workshop With so many competing priorities, it can be difficult for an brand team to find the time and resources to evaluate if and how they should leverage social media. A social brand workshop facilitates that discussion in an efficient, hands-on one-day summit: THE MARKETPLACE What THE BRAND What What the What assets and people Social media brand competitors resources want and opportunity wants to are doing are need accomplish available

COLLABORATIVE SOCIAL THINKING Social Brand Workshop Sample agenda: Morning session: Learning Afternoon session: Planning 1.  Social media 101 4.  Defining our goals •  Definitions •  What we want to achieve •  Behavior •  How we’ll measure it 2.  How other brands are engaging 6.  Identifying assets •  Our competitors •  Content and context •  Best practice brands •  Available resources 3.  What our audience wants 8.  Modeling campaigns •  Key behaviors •  Social media test projects •  Current sentiments •  Potential lasting programs

COLLABORATIVE SOCIAL THINKING Social Brand Workshop The Process: Recent Clients: [Piloting with Palio in June] Development Workshop Documentation 3 weeks 1 week 2-3 weeks KEY ACTIVITIES Cost: •  Collect background and •  Facilitate collaborative •  Final presentation to client information from client session with 5 – 10 brand •  Competitors •  Environment •  leaders Share social learnings $25,000 - $35,000 concerns and focus •  Co-create social planning •  Audit existing landscape •  Audience •  Brand •  Competition •  Create workshop materials •  Agenda •  Activities •  Presentation DELIVERABLES Full-day collaborative workshop Documentation of social Planning and materials for full- day workshop learnings Synthesis of social plans and recommendations

(thank you!) leigh.householder@gsw-w.com Advergirl.com WhatsYourDigitaliQ.com BrandLiberators.com @leighhouse @iqlab

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Social Media 101 for Pharma

by IQ the innovation lab of GSW Worldwide on Mar 21, 2010

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Social Media 101 for Pharma — Presentation Transcript